Title A comparative study of Swedish generation Y decision-making style between high involvement and low involvement products. Research questions  How does product involvement influence consumer decision-making styles in Generation Y of Swedish nationals for the two selected products?  To what level does the model proposed by Sproles and Kendall in 1986 now apply to the modern-day Generation Y in Sweden as they decide on both of the selected products? Purpose The purpose of this research undertaking was to discover and investigate the Swedish generation Y decision-making style and examine if there is a relation between product involvement and consumer decision-making style, and also to compare the extent to which the modern-day Generation Y in Sweden correspondence between age, location and product orientation not predicted by Sproles and Kendall in 1986. Method This comparison was conducted based on contemporary primary research versus what was proposed as ideal for last three generations of consumer interest groups. A quantitative research approach was used to select the primary data and answer our research questions. Conclusion Consumer buying behavior is influenced by the policy and the mental status of the buyers. According to the respondents, consumer selection can be said to be depend on the current needs and understanding of products. The study reveals that marketing needs to incorporate the realities of prevailing demographics. Consumers tend to have a decision making process that has an emotional attachment to brand, effectiveness and the perceived outcomes.

Cultural, social, personal and psychological factors were identified by Rani (2014) as the four major influences on consumer’s buying behavior. While There are many studies about the personal values and consumer purchase behavior, but there is very little research to study Africa women’ consumer behavior, and in Zambia there is even less studies which are conducted to analyze their women’ values and their consumer decision-making styles. The purpose of this study is to explore Zambian women’ personal values and their consumption decision-making styles and how personal values influence their consumer decision-making styles in the context of human hair extension products. It is very important to analyze the consumer values of Zambia women and their consumer decision-making styles in the context of human hair extension, because the demand for hair extension in Zambia is growing fast and the hair extension has become a muti-billion dollars industry This paper had reviewed literature regarding consumer behavior, in specifically personal values and consumer decision-making styles. The LOV scale proposed by Kahle (1983) and the Consumer’s decision making styles proposed by Sproles and Kendall (1986) were adopted to analyze the inter relationship through methodology of multiple regression. The author conducted a descriptive analysis of the primary data collected by a field survey of research questionnaire toward Zambian women. All the questionnaires are distributed and collected at the main shopping malls and universities in Lusaka, Zambia. Through a series analysis of the sample by SPSS, the paper had detected all the list of values and decision-making styles of Zambian women. There are only two consumer values namely Security related with physical and financial safety and Self-fulfillment related with achievement of consumption which achieved a reasonable degree of reliability, and the consumer decision-making styles of Confused by Over-choice related with lacking ability of information analysis and Novelty-Fashion Consciousness related up-to-date fashion pursuit achieved a reasonable degree of reliability. The results reveal that the higher the value of Security, the greater the adoption of Novelty-Fashion Consciousness, and the higher the value of Self-fulfillment, the greater the adoption of Confused by Over-choice Decision-making Styles. However the Security value does not have any significant impact on the adoption of Confused by Over-choice Decision-making styles and the effect of Self-fulfilment value on Novelty-Fashion Consciousness is not significant.

Cultural, social, personal and psychological factors were identified by Rani (2014) as the four major influences on consumer’s buying behavior. While There are many studies about the personal values and consumer purchase behavior, but there is very little research to study Africa women’ consumer behavior, and in Zambia there is even less studies which are conducted to analyze their women’ values and their consumer decision-making styles. The purpose of this study is to explore Zambian women’ personal values and their consumption decision-making styles and how personal values influence their consumer decision-making styles in the context of human hair extension products. It is very important to analyze the consumer values of Zambia women and their consumer decision-making styles in the context of human hair extension, because the demand for hair extension in Zambia is growing fast and the hair extension has become a muti-billion dollars industry This paper had reviewed literature regarding consumer behavior, in specifically personal values and consumer decision-making styles. The LOV scale proposed by Kahle (1983) and the Consumer’s decision making styles proposed by Sproles and Kendall (1986) were adopted to analyze the inter relationship through methodology of multiple regression. The author conducted a descriptive analysis of the primary data collected by a field survey of research questionnaire toward Zambian women. All the questionnaires are distributed and collected at the main shopping malls and universities in Lusaka, Zambia. Through a series analysis of the sample by SPSS, the paper had detected all the list of values and decision-making styles of Zambian women. There are only two consumer values namely Security related with physical and financial safety and Self-fulfillment related with achievement of consumption which achieved a reasonable degree of reliability, and the consumer decision-making styles of Confused by Over-choice related with lacking ability of information analysis and Novelty-Fashion Consciousness related up-to-date fashion pursuit achieved a reasonable degree of reliability. The results reveal that the higher the value of Security, the greater the adoption of Novelty-Fashion Consciousness, and the higher the value of Self-fulfillment, the greater the adoption of Confused by Over-choice Decision-making Styles. However the Security value does not have any significant impact on the adoption of Confused by Over-choice Decision-making styles and the effect of Self-fulfilment value on Novelty-Fashion Consciousness is not significant.

Cultural, social, personal and psychological factors were identified by Rani (2014) as the four major influences on consumer’s buying behavior. While There are many studies about the personal values and consumer purchase behavior, but there is very little research to study Africa women’ consumer behavior, and in Zambia there is even less studies which are conducted to analyze their women’ values and their consumer decision-making styles. The purpose of this study is to explore Zambian women’ personal values and their consumption decision-making styles and how personal values influence their consumer decision-making styles in the context of human hair extension products. It is very important to analyze the consumer values of Zambia women and their consumer decision-making styles in the context of human hair extension, because the demand for hair extension in Zambia is growing fast and the hair extension has become a muti-billion dollars industry This paper had reviewed literature regarding consumer behavior, in specifically personal values and consumer decision-making styles. The LOV scale proposed by Kahle (1983) and the Consumer’s decision making styles proposed by Sproles and Kendall (1986) were adopted to analyze the inter relationship through methodology of multiple regression. The author conducted a descriptive analysis of the primary data collected by a field survey of research questionnaire toward Zambian women. All the questionnaires are distributed and collected at the main shopping malls and universities in Lusaka, Zambia. Through a series analysis of the sample by SPSS, the paper had detected all the list of values and decision-making styles of Zambian women. There are only two consumer values namely Security related with physical and financial safety and Self-fulfillment related with achievement of consumption which achieved a reasonable degree of reliability, and the consumer decision-making styles of Confused by Over-choice related with lacking ability of information analysis and Novelty-Fashion Consciousness related up-to-date fashion pursuit achieved a reasonable degree of reliability. The results reveal that the higher the value of Security, the greater the adoption of Novelty-Fashion Consciousness, and the higher the value of Self-fulfillment, the greater the adoption of Confused by Over-choice Decision-making Styles. However the Security value does not have any significant impact on the adoption of Confused by Over-choice Decision-making styles and the effect of Self-fulfilment value on Novelty-Fashion Consciousness is not significant.

Bakgrund Klädesbranschen står inför nya möjligheter i form självserviceteknologi (SST). Ett flertal butiker har redan börjat använda olika typer av teknologiska lösningar. Det verkar dock finnas meningsskillnader angående om det är en god idé att införa SST i alla typer av butiker. Syfte Syftet med studien var att skapa en djupare förståelse för hur svenska konsumenters shoppingstil och teknikmognad möjliggör användningen av SST i klädesbutiker. Genomförande Efter en utförlig litteraturstudie konstruerades en enkät baserad på inom ämnet etablerade metoder inom köpbeteende och teknikmognad. Enkät delades ut i Linköping. En statistisk analys genomfördes därefter med hjälp av programvaran SPSS. Resultatet jämfördes och utvärderades till sist mot tidigare genomförda studier inom området. Slutsats Svenska konsumenter har olika shoppingstilar samt olika nivåer av teknikmognad. Studien identifierade fem konsumentgrupper av shoppingstilar samt fem konsumentgrupper av teknikmognad. De konsumenter som klassificerats som vane- och lojalitetsshoppare samt undvikare av shopping har en hög teknikmognad således är implementering av SST en god idé för dessa konsumentgrupper. För stilarna: shoppingälskaren och den förvirrade shopparen verkar potentiellt användande av SST mindre positivt då dessa karaktäriseras av lägre teknikmognad. / Background The apparel industry faces new possibilities in the form of selfservice technology (SST). Several stores have already started using different types of technological solutions. There seem to be a disagreement regarding whether or not this is a good idea to implement SST in all types of apparel stores. Purpose The purpose of this study is to create a deeper understanding regarding Swedish consumers decision making styles and their technology readiness and how this enables the use of SST in apparel stores. Completion After an extensive literature review a survey was created. The survey was based on well established tools for measuring consumer decision making styles and technology readiness. The survey was distributed in Linköping, Sweden and then analyzed in SPSS. Conclusion Swedish consumers have different consumer decision making styles and different levels of technology readiness. The study showed that it was possible to divide the consumers into four different groups regarding consumer decision making style. The consumers classified as habitual and brand loyal and shopping avoiders showed high levels of technology readiness, the enabling of SST for this type of consumer seems promising. The shopping lover and the confused shopper enabling of SST seems less promising since they show low levels of technology readiness.